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Mobile Connect 2020 - Gen Z Mobile Habits & Success
1. Setting Yourself Up for Success By Learning
Gen Z’s Mobile Habits
1
Chris Barlow
VP Digital Channels
August 2020
2. Union Savings Bank – Danbury, Connecticut
• Community Bank
• $2B Assets
• 150 years old
• Charities
− Teachers Closet
• Support Local
Hospitals
• Small Business
2
3. Me & My Gen Z’ers
• Lead USB Digital Channels
• 20 plus years Digital Financial
Services Experience (Webster
Bank, USAA, Citigroup, American Express)
• Dad to 2 Gen Z College
Students
3
5. Gen Z Characteristics
• Spend $44M/yr in US – Influence $600M through
parents and education
• Digital Natives – don’t know a world without the
internet, smart phones and iPads
• Progressive and Politically Aware - Care about the
environment, and social causes
• Entrepreneurial - have learned time can be monetized
(Uber, Air B&B, DoorDash)
• Blurred Lives – lines between home, work, study and
entertainment intersect
• Personalized – Technology individualizes music
playlists, news feeds, product features, augmented
reality
5
10. Digital Behavior
10
Differences from Millennials
• Learned from predecessors mistakes
• Prefer non-permanent media (Snapchat, IG Stories)
• Comment Less
• Follow Fewer
• Share Less Content
12. Recommendations, Research, Real-World
12
• 47% research items on mobile
while shopping in brick and
mortar stores
• 60% are impatient with Customer
Service, will hang up if call not
answered in 45 seconds
• 42% will Game for a campaign
• 43% review products
• 60% won’t use slow Apps or
websites
• 63% prefer Real People to
celebrities
13. Mobile App Usage
What’s Missing?
• Facebook
• Twitter
• Big Retail
• Big Banks
What’s Different?
• Thrift Shopping
• Social Concern
Social Shopping Finance
17. Pandemic has impacted coming of age moments
17
• No Graduations
• No Prom
• No Spring Sports
• Distanced School
Learning
• Difficult to find
Summer Jobs
Pandemic will define
the generation
18. Recommendations for Success
18
• Short Entertaining content
• Unobtrusive – engage on their terms
• Role of Influencers
• Personalized Relevant
• Delivered via Mobile
• Allow for Asynchronous conversations
• Support Social Causes